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Effective Email Marketing a.k.a. “Permission Email Marketing” a.k.a.  “ How to Build Your Brand & Business without Being a...
Why do Email Marketing? <ul><li>Cost-Effective </li></ul><ul><li>Allows Targeting & Personalization </li></ul><ul><li>Gene...
Why You Need to Do It RIGHT <ul><li>Spam Complaints </li></ul><ul><li>In a 2008 Email Consumer Survey, 4 out of 10 respond...
Why You Need to Do It RIGHT “ ISP’s such as Yahoo, AOL and Gmail  all use the percentage of people who hit the &quot;repor...
Top 5 Reasons Email Recipients Hit  the 'Spam' or 'Junk' Button
Why You Need to Do It RIGHT <ul><li>Reputation & Image </li></ul><ul><ul><li>A bad Sender reputation  </li></ul></ul><ul><...
Why You Need to Do It RIGHT <ul><li>Missed Opportunities </li></ul><ul><ul><li>Transactional & Customer Service Emails </l...
Common Email Mistakes
Starting without a Plan
Not Knowing The Definition of SPAM <ul><li>Spam is  unsolicited commercial email sent in bulk </li></ul><ul><li>DO NOT SEN...
 
Assuming You Have (or Still Have) Permission to Email <ul><li>Just because someone's a customer, it doesn't automatically ...
 
No (or Hard to Find, or Hassle to Implement) Unsubscribe Mechanism
Poor/No List Hygiene
Obscure/Misleading Envelope Fields The “From” line is what your readers use to determine whether or not to delete an email...
No Permission Reminder
Relying Purely on Images  Most email programs have “IMAGE DISPLAY OFF” as the default setting. Filters think low text-to-i...
OLD NEWSLETTER FORMAT –  ONE BIG IMAGE, NO TEXT, SENT AS ATTACHMENT NEW HTML NEWSLETTER – PHOTOS & TEXT
SAME EMAIL WITH IMAGES OFF
Not Checking to See How Email Displays in Different Environments ORIGINAL  VERSION EMAIL DISPLAY IN YAHOO
IMAGES ON (AOL ) IMAGES OFF (AOL)
Not Replying! <ul><li>Email Marketing is about RELATIONSHIP -BUILDING </li></ul><ul><li>It can (and should)  feel like a o...
Permission Email Marketing <ul><li>“ The privilege (not the right) of delivering </li></ul><ul><li>anticipated </li></ul><...
The 5-Step Process of Permission Email Marketing <ul><li>1. Define your objective. </li></ul><ul><li>2. Build a targeted l...
<ul><li>Support videos available at http://www.mailchimp.com/support/videos/  </li></ul>Mailchimp.com
<ul><li>Email:  [email_address] </li></ul><ul><li>Skype: chinieh </li></ul><ul><li>Twitter: @chiniehdiaz </li></ul>Chinie ...
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Email Marketing 2010 By Chinnie Hidalgo Diaz

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Transcript of "Email Marketing 2010 By Chinnie Hidalgo Diaz"

  1. 1. Effective Email Marketing a.k.a. “Permission Email Marketing” a.k.a. “ How to Build Your Brand & Business without Being a Slimy Spammer”
  2. 2. Why do Email Marketing? <ul><li>Cost-Effective </li></ul><ul><li>Allows Targeting & Personalization </li></ul><ul><li>Generates actionable data & immediate response </li></ul><ul><li>Drives direct sales & supports sales through other channels </li></ul><ul><li>Builds relationships, loyalty and trust </li></ul>
  3. 3. Why You Need to Do It RIGHT <ul><li>Spam Complaints </li></ul><ul><li>In a 2008 Email Consumer Survey, 4 out of 10 respondents said that they had reported legitimate email ( that they had signed up for!) as SPAM. </li></ul><ul><li>“ Spam has increased by over 141% since March 2009.” </li></ul><ul><li>“ Spam volumes grow by over 117 billion e-mails a day.” </li></ul><ul><li>Return Path &quot;Top Email Trends in 2009&quot; (2010) </li></ul>
  4. 4. Why You Need to Do It RIGHT “ ISP’s such as Yahoo, AOL and Gmail all use the percentage of people who hit the &quot;report spam&quot; button as the No. 1 gauge in considering whether to deliver incoming email to users' inboxes or not.” “ A complaint rate higher than 0.5% will have serious delivery issues.” - Direct Magazine (2007) <ul><li>ISP Blocks </li></ul><ul><li>Too many Spam complaints or bounced emails, and Internet Service Providers will block not only your own email messages, but your entire domain . </li></ul>
  5. 5. Top 5 Reasons Email Recipients Hit the 'Spam' or 'Junk' Button
  6. 6. Why You Need to Do It RIGHT <ul><li>Reputation & Image </li></ul><ul><ul><li>A bad Sender reputation </li></ul></ul><ul><li>affects email deliverability. </li></ul><ul><ul><li>Poorly planned and executed </li></ul></ul><ul><li>email marketing affects your entire Corporate Image. </li></ul>“ Nearly 1/3 of survey respondents stopped doing business with at least one company altogether as a result of its poor email practices.” - Merkle (Feb. 2009)
  7. 7. Why You Need to Do It RIGHT <ul><li>Missed Opportunities </li></ul><ul><ul><li>Transactional & Customer Service Emails </li></ul></ul><ul><ul><li>Online & Offline Sales & Promotions </li></ul></ul><ul><ul><li>Relationship-building </li></ul></ul><ul><ul><li>Deepening Social Marketing Efforts </li></ul></ul>“ 75% of daily social media users said email is the best way for companies to communicate with them, compared to 65% of all email users.” “ 49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users.” - MarketingSherpa (2010)
  8. 8. Common Email Mistakes
  9. 9. Starting without a Plan
  10. 10. Not Knowing The Definition of SPAM <ul><li>Spam is unsolicited commercial email sent in bulk </li></ul><ul><li>DO NOT SEND bulk email unless you’ve received verifiable permission by your recipients to do so </li></ul>
  11. 12. Assuming You Have (or Still Have) Permission to Email <ul><li>Just because someone's a customer, it doesn't automatically follow that he/she wants to receive your email marketing messages. </li></ul><ul><li>Never ASSUME you have permission to send people your email marketing campaigns </li></ul>
  12. 14. No (or Hard to Find, or Hassle to Implement) Unsubscribe Mechanism
  13. 15. Poor/No List Hygiene
  14. 16. Obscure/Misleading Envelope Fields The “From” line is what your readers use to determine whether or not to delete an email. The Subject line is what motivates readers to actually open the email .
  15. 17. No Permission Reminder
  16. 18. Relying Purely on Images Most email programs have “IMAGE DISPLAY OFF” as the default setting. Filters think low text-to-image ratio = SPAM
  17. 19. OLD NEWSLETTER FORMAT – ONE BIG IMAGE, NO TEXT, SENT AS ATTACHMENT NEW HTML NEWSLETTER – PHOTOS & TEXT
  18. 20. SAME EMAIL WITH IMAGES OFF
  19. 21. Not Checking to See How Email Displays in Different Environments ORIGINAL VERSION EMAIL DISPLAY IN YAHOO
  20. 22. IMAGES ON (AOL ) IMAGES OFF (AOL)
  21. 23. Not Replying! <ul><li>Email Marketing is about RELATIONSHIP -BUILDING </li></ul><ul><li>It can (and should) feel like a one-to-one, personal correspondence between you and your customer. </li></ul><ul><li>If you can email people, they should be able to email you back… and not have to wait too long for a response. </li></ul>
  22. 24. Permission Email Marketing <ul><li>“ The privilege (not the right) of delivering </li></ul><ul><li>anticipated </li></ul><ul><li>personal </li></ul><ul><li>RELEVANT messages </li></ul><ul><li>to people who actually want to get them .” </li></ul>
  23. 25. The 5-Step Process of Permission Email Marketing <ul><li>1. Define your objective. </li></ul><ul><li>2. Build a targeted list. </li></ul><ul><li>3. Develop email creative and content that is relevant to that list. </li></ul><ul><li>4. Track and analyze your results. </li></ul><ul><li>5. Respond, refine, and start all over again. </li></ul>
  24. 26. <ul><li>Support videos available at http://www.mailchimp.com/support/videos/ </li></ul>Mailchimp.com
  25. 27. <ul><li>Email: [email_address] </li></ul><ul><li>Skype: chinieh </li></ul><ul><li>Twitter: @chiniehdiaz </li></ul>Chinie Hidalgo Diaz

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